The majority of existing research on entrepreneurial goals is individualistically oriented and tends to begin with the assumption that entrepreneurs are animated solely by the pursuit of independence, freedom and profit-making. In this study, we employ Kant’s concept of maturity to develop insight into entrepreneurial goals as socially embedded. Drawing on a narrative orientation we explore how entrepreneurs articulate their goals and the images they use to metaphorically express these goals. We find that entrepreneurs articulate goals that evoke public, social and moral concerns alongside the more commonly accepted entrepreneurial goals of independence and challenging existing orthodoxies.
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